Work Case study

Mobili RebeccaFurniture · DTC eCommerce

Netcomm Award 2026 · Social Commerce winner

From $2K to $20K a month in ad spend — and every sale got cheaper.

Most brands see costs climb when they scale. Mobili Rebecca did the opposite. In 6 weeks we rebuilt their creative and their Meta account from the ground up, shipped 12 new video ads, and grew spend 10x while CPA fell 41%.

Meta AdsAI VideoFull-Funnel6 weeks

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Netcomm Award 2026 — Vincitore Social Commerce

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−41%Cost per acquisition

6.8xReturn on ad spend

10x

Monthly ad spend

$2K → $20K a month, scaled profitably

−41%

Cost per acquisition

Cheaper customers at 10x the budget

6.8x

ROAS

Return on every dollar spent on Meta

+310%

Revenue

Growth driven by paid social

Award-winning

Netcomm Award 2026: Social Commerce winner.

Mobili Rebecca won the 2026 Netcomm Award for Social Commerce — Italy's "Le Eccellenze dell'eCommerce", recognising the best in online retail.

It's a recognition of exactly what this story is about: a brand that turned social feeds into a real sales channel. We're proud to be part of the team behind it.

🏆 VincitoreSocial Commerce2026

The challenge

Great furniture. Ads that blended in.

Mobili Rebecca makes smart, good-looking furniture for real homes. Their ads were running on Meta at around $2K a month, but they were hitting the wall every growing brand hits: more budget usually means more expensive customers.

Furniture is one of the most crowded feeds on Instagram and Facebook. Clean catalog shots and "new collection" posts all look the same, so people scroll right past. Rebecca didn't need more ads. They needed ads people would actually stop for, and an account built to scale the winners.

The insight

Nobody buys a nightstand. They buy a tidy bedroom.

Instead of leading with the product, we led with the problem every customer already lives with: the pile of phone, glasses, books and chargers next to the bed. Every creative opens on that frustration, then lets the furniture solve it.

Stanco di vedere oggetti sparsi accanto al letto?

"Tired of seeing stuff scattered next to your bed?" — the hook from one of the winning ads

The creative

12 new video ads, built to be tested.

Using our AI-assisted production pipeline, we turned that insight into 12 new video ads — fast, on-brand, and ready to test instead of guess.

Problem-first hooks

The first 2 seconds show the mess, not the logo.

Real rooms, real people

Native-feeling scenes that look like content, not catalog.

Every placement covered

Cut for Feed, Stories, Reels, Explore and Marketplace.

A clear offer

A first-order discount paired with shoppable product tiles.

One idea, everywhere

Same story, native to every feed.

Each concept was produced in every format Meta serves, so the algorithm could find buyers wherever they scroll — without the ad ever looking out of place.

Facebook FeedInstagram FeedStoriesReelsExploreMarketplace

Mobili Rebecca ads shown across Facebook Feed, Instagram Feed, Stories, Explore, Marketplace and Reels

The campaign

Six weeks from stuck to scaling.

Weeks 1–2

Audit & rebuild

We audited the account, cleaned up the campaign architecture and set up a full-funnel structure built to test.

Weeks 3–4

Produce & test

The new video ads went live in structured tests: hooks, angles and formats battling for budget.

Weeks 5–6

Scale the winners

Budget moved to what was selling. Spend climbed toward $20K a month while CPA kept dropping.

**Donatella Caravaggio**CMO, Mobili Rebecca

What made it work

Three things you can steal.

Sell the problem, not the product.

The clutter hook made people stop because they saw their own bedroom. The furniture showed up as the answer.

Volume beats perfection.

12 tested ads found winners a single "hero" video never would. More shots on goal, faster learning.

Creative and media, one team.

The people making the ads saw the data daily, so every new batch was built on what was already selling.

Your turn

Want to scale spend and drop your CPA?

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